The business operator must conduct an internal audit aimed at identifying current strengths and weaknesses including the 4Es offered to the customer. The 4Es can result from a customer’s interaction with the sensory, physical and interpersonal components of the 4Ps of the firm: Property, Product Presentation, Promotional Application, and People.  Note that the 4Ps for the 4E-based marketing plan are slightly modified from the classic, product-oriented 4Ps of marketing (i.e., product, place, price, and promotion). Such modifications are necessary to aptly apply the concept of 4Es.

In combination, these 4Ps create the business’ experiential offerings. Be sure to check out the added information and assessment tool link that offers a way to see how your business is doing in this area.  This audit provides the operator with a better sense of the strengths or weaknesses in the depth and types of 4Es that differentiate the business and where there may be room for improvement.